Journal of Innovation and Development

ISSN: 2958-4752 | Vol. 4, No. 1, 2023

The Influence of Platform E‐commerce UGC Mode on

the Consumption Willingness of "Generation Z"
‐‐ Taking Xiaohongshu as an Example

Yingwei Hu
School of Business and Tourism Management, Yunnan University, Kunming Yunnan 650504, China

Abstract: With the rapid development of the Internet, the interactive performance of the network has been further developed.
Sharing makes the value of goods or services transferred and improved. The Internet community has developed based on this.
Especially during the period of epidemic at home, the UGC mode of each major platform has been further developed, which will
bring new challenges and opportunities to e-commerce platforms. The Internet community has developed based on this.
Especially during the period of epidemic at home, the UGC mode of each major platform has been further developed, which will
bring new challenges and opportunities to e-commerce platforms. Xiaohongshu provides a good example for other platforms.
"Generation Z", as the main force of UGC's creation and future consumption, should be the focus of e-commerce platforms. This
paper will use the methods of questionnaire survey, reliability and validity test, regression analysis, etc. to analyze the
development history of Xiaohongshu. This paper will use the methods of questionnaire survey, reliability and validity test,
regression analysis, etc. to analyze the development history of Xiaohongshu platform and e-commerce model. Combining the
application of UGC model, consumer theory and basic e-commerce Combining the application of UGC model, consumer theory
and basic e-commerce theory, this paper will explore the impact mechanism of UGC platform on the consumption behavior of
"Generation Z" consumers.
Keywords: E-commerce; UGC; Little Red Book; Generation Z; Influencing Factors of Purchase Intention.

Xiaohongshu is a lifestyle platform, which adheres to the

1. Introduction
Within the community, users can not only enjoy the content
of the platform, but also create it as a content producer, and
this mode of user-produced content displaying to other users
through the Internet is called user-generated content (UGC).
"Generation Z" is a generation of Internet natives who grew
up under the influence of Internet products and is gradually
becoming the dominant force in the future consumer market.
They pay more attention to personalization, have a strong
ability to collect information, are more adaptable to the high-
speed development of the Internet, and at the same time, their
interests are more diversified and broader, and these
characteristics effectively influence the consumption
concepts of Generation Z.
What about user-generated content (UGC) is influencing
the consumer behavior of Generation Z? With the rapid
development of the Internet, the majority of e-commerce
platforms are gradually getting rid of the traditional e-
commerce model and trying to sell their products in a way
that is more in line with the consumption style of the new
generation. There are fewer domestic and foreign researchers
in this kind of research, so the mechanism for the influence of
UGC mode on consumers' purchase intention is still unclear.
Domestic literature also analyzes Xiaohongshu as a case study,
but most of them exist on simple and low-level marketing
strategies such as "marketing", "word of mouth" and "trust".
The study of the influence mechanism of UGC mode on the
consumer behavior of "Generation Z" can help provide a
direction for the further development of platform UGC, and
provide a development strategy for the UGC section of e-
commerce platforms, so as to respond to the changes in the
consumer behavior of the new generation in a more flexible
way.
concept of "let the world's good life at your fingertips", and
has gradually developed into an e-commerce platform
integrating community sharing and online shopping, and
Xiaohongshu's UGC content and products cover various
fields of life, such as fashion, toiletries, makeup, food, travel,
film and television. Xiaohongshu took five years to complete
the D round of financing, the platform users reached 300
million, becoming the world's largest community e-
commerce platform, but also a wealth of UGC content, which
is highly representative and typical, so this paper chooses
Xiaohongshu APP as a case. So, how does the social platform
UGC influence consumers' consumption decisions, this paper
will take Xiaohongshu App as an example to research.
2. Literature Review
The domestic influence on UGC and consumers' purchase
intention is mainly from the perspectives of consumer
behavior theory and sociological theory to analyze the
influence of UGC on consumer decision-making through the
mechanism of intermediary action. Based on the theory of
consumer behavior, Zhao Xiuyun (2020) used principal
component analysis, structural equation modeling and other
methods to conclude that the credibility of UGC and the
influence of opinion leaders have a positive impact on
consumers' purchase intention, while the influence of opinion
leaders has a positive impact on credibility, and credibility
and the influence of opinion leaders have a positive impact on
usefulness. [1] From the theory of consumer behavior, Zhu
Dan (2019) showed that trust is positively proportional to
purchase intention, in which the professional competence and
homogeneity of UGC content have the greatest impact on
trust attitude, and trust attitude plays a mediating role.[2]

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Based on the social influence perspective, Ma Yuhui argues
and concludes that social influence in socialized e-commerce
plays a certain degree of mediation between UGC and
consumers' purchase intention. Homogeneity is an important
moderator of UGC interactivity and normative influence.[7]
Sun Shanshan (2017) explored the influence of UGC on
consumer behavior from the psychological level by using
communication theory.[3] Taking recipe apps as an example,
Guan Weiwei (2016) showed that perceived usefulness,
perceived ease of use, and subjective norms all significantly
affect and mediate the purchase intention of ordinary users in
UGC communities; perceived risk and perceived cost do not
have a significant effect on the purchase intention of recipe
app users, and editor/talent recommendations, buyer
reviews/word of mouth, and self-control will affect
consumers' Purchase Intention.[4]
3. Theoretical Foundation
3.1. UGC Model
UGC, or user-generated content, refers to the fact that users
can not only browse and obtain platform content and
information, but also act as creators to create content and
share it with other users, such as experience sharing, product
experience, etc. This is a new type of user's way of using the
Internet, which is developed based on users' sharing and
interaction needs for the Internet in the breeding of "Internet
community". The flourishing development of UGC has
renewed the channels and ways for consumers to obtain
information during the shopping process, especially
becoming a new part of online shopping for "Generation Z"
consumers, and providing a new way for e-commerce
platforms to reduce consumers' costs and improve consumers'
consumption experience.
3.2. 4C Marketing Theory
4C marketing theory, also known as "4Cs marketing
theory", which is oriented to consumer demand, 4C theory
emphasizes that enterprises should firstly put the pursuit of
customer satisfaction in the first place, and secondly, they
should strive to reduce the total cost of customers, including
monetary cost, mental cost, time cost, etc. to meet the
expected cost of consumers. Then it should pay full attention
to the convenience of the customer's consumption process
instead of deciding the sales channel strategy from the
perspective of the enterprise. Finally, retail enterprises should
also implement effective marketing communication centered
on consumers, and exchange effective information with
consumers through communication to establish a good
corporate image.
UGC reduces the mental cost of consumers' access to
information through diversified methods such as videos and
pictures, as well as the categorization of labels and keywords.
With the most direct sharing of consumer experience, UGC
allows consumers to be free from the limitations of space and
time, and to obtain a large amount of target information in a
short period of time to help make a consumer decision, and at
the same time, greatly increases the convenience of the
consumption process. The most important thing is that the
UGC model provides consumers with an effective channel for
information exchange and communication, and companies
can also participate in communication through consumer
communities, such as the Starbucks community, to
communicate with consumers in real time and always listen
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to consumer voices.
3.3. Influences on Consumer Behavior
3.3.1. KOL Theory
KOL means Key Opinion Leader or Key Opinion Leader.
An opinion leader is considered to be an individual or
organization that is familiar with the media and is able to
better interpret the media message because of their product
message and expertise in a particular field, and to spread the
message twice. They are a group of people who are more
frequently exposed to new knowledge or activities, and are
able to gain the trust of the relevant groups because of their
expertise, thus exerting influence in the field.
3.3.2. Perceived Cost Theory
Customer-perceived cost includes all the costs that
customers feel when consuming, including money costs, time
costs, energy costs, etc. Customer Perceived Profit and Loss
(CPC), also known as Customer Perceived Profit and Loss
(CPL), refers to the sum of expenditures felt by the customer
in the actual consumption process, which is the sum of the
costs of time, money, physical strength, energy, and
psychological costs involved in the whole process of
consuming a product or a service, and not only refers to the
price of the goods that the customer actually pays.
Customer Perceived Profit (CPP) and Customer Perceived
Cost (CPC) curves are affected by many factors such as the
specific industry in which the enterprise is located, the
characteristics of the market structure, the stage of the
product's life cycle, and the characteristics of the customers
themselves. Generally speaking, with the advancement of
technology, the improvement of marketization and the
satisfaction of diversified customer needs, the customer
perceived value CPP will gradually tend to increase, while the
CPC will gradually tend to decline.
3.3.3. TAM Theory
The Technology Acceptance Model (TAM) was proposed
in 1989 by Davis et al. The model is used to analyze a
theoretical model of the important factors affecting the
acceptance of new technologies by users, and using the TAM
as a basic theoretical model, a variety of complex models of
user behavior can be expanded to analyze the behavior of
human use of new technologies. The two main influencing
factors in this model are perceived usefulness and perceived
ease of use. Perceived usefulness refers to the degree to which
the new system is perceived by the user to affect his or her job
performance; perceived ease of use refers to the degree to
which the user perceives that the use of the new system
reduces the degree of trouble in his or her job. Higher levels
of these two factors represent a higher degree of user
acceptance of the new system.
4. Little Red Book Development Status
and Characteristics
4.1. History of Little Red Book
In 2013, after receiving angel investment, the founders
created Xiaohongshu, which was initially not an e-commerce
platform, but a sharing platform. After clarifying the product
positioning of Xiaohongshu as "sharing", the founders used
focused marketing strategies and "personalized" marketing
ideas to analyze the psychology of consumers and the overall
market situation, targeting middle and upper-middle class
women between the ages of 18 and 30. By analyzing
consumer psychology and the overall market situation, the
target group is targeted at middle and upper-middle class
women between the ages of 18 and 30, which refines the
consumer group and accurately captures the pain point of
asymmetric information on overseas purchases by the
consumer group, and meets the user's demand for more
information on overseas purchases in less time.
With the rapid development of the Internet, fragmented
information has become an important form of online surfing
for "Generation Z", and Xiaohongshu has followed the
changes and undergone two transformations:
The first stage is the transformation of the strategy
community: Xiaohongshu found that the low timeliness of the
strategy product cannot meet the high timeliness of the user's
shopping and interaction with the immediate needs, and then
added the communication function of experience sharing, so
that the social attributes of Xiaohongshu increased to meet the
user's interactive needs in the shopping, so it is a demand-
driven transformation. At the same time, Xiaohongshu with a
variety of activities and rules to ensure that the notes of high
quality and personalized push, so as to protect the user
experience.
The second stage is the community integration of e-
commerce: after the user's need for information acquisition is
satisfied, based on the user's need to further purchase the pull,
Xiaohongshu developed an e-commerce section, so that users
can directly buy goods on the Xiaohongshu platform. And
Xiaohongshu through self-support and cooperation with large
brands to improve the quality of products, but also take the
initiative to solve the needs of users to buy in the selection of
products, to provide users with a good shopping experience.
4.2. Analysis of the UGC Model of
Xiaohongshu
Xiaohongshu promotes quality content and builds
Xiaohongshu as a community for sharing original UGC
content. On the one hand, even without a fan base can get a
lot of exposure, traffic support and search results, and on the
other hand, it can make the small red book notes to bring a
high conversion rate. Xiaohongshu strictly selected notes
content, and according to the user's browsing data to push, for
example, Xiaohongshu push can attract consumers of high-
quality notes and can trigger the user to resonate with the
content of the life scene class knowledge dry goods class
notes. Take the promotion of cosmetics as an example, under
a certain selling point that attracts consumers, the marketing
team combines with Xiaohongshu KOL to shape different
consumption scenarios: for students and office workers, their
needs are good and affordable, and they can apply makeup
quickly.KOL refers to people who express their views in a
certain field and have a certain degree of influence, and
Xiaohongshu has established a UGC-based content-sharing
community, which makes use of KOL influence to educate
fans about the brand and to promote the brand. KOL's
influence can be utilized to educate fans about the brand and
promote the brand, increase brand exposure, and establish a
UGC-based content sharing community, which has a strong
voice and influence, so as to implant the brand's product
image into the fans' impression, and the brand has gained
considerable popularity and search volume from the Little
Red Book platform, which can greatly increase the brand's
exposure and conversion rate. Based on the insights of the
target group's daily life, the marketing team creates topics that
hit the pain points of the target group, buttresses the needs of
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the target group, brings consumers into specific situations,
and awakens their psychological state or needs through
empathetic experiences, thus triggering their desire to buy.
5. Research Hypotheses and Tests
5.1. Assumptions and Models
5.1.1. Fan effects and Perceived Costs
In the process of UGC development, the growth of a KOL
or a well-known creator is inevitably accompanied by the
accumulation of fans, the accumulation of fans ensures the
quality of the creator's creative content, and at the same time,
the fans can also quickly obtain reliable information from the
works of high-quality creative bloggers, due to the trust
between the fans and the creators and the stickiness of the fans,
which makes this part of the consumer as a fan of the
information in the acquisition of the cost of time and energy
costs are effectively reduced and the perceived value is
increased. Therefore, the following research hypothesis is
proposed:
H1: The fan effect significantly and positively influences
users' perceived value.
5.1.2. Herd Mentality and Perceived Costs
UGC operation mode through the number of comments, the
number of likes, the number of fans, etc., so that consumers
produce a herd mentality, easy to choose the products
recommended by the creative works with a larger number of
fans, more comments and likes, but also easy to be influenced
by the comments or experiences of others in the process of
collecting information, thus affecting the willingness to buy.
Especially when users buy unfamiliar products, users tend to
ignore the products with lower comments and likes, and when
hesitating about certain products, they tend to choose the
products with higher comments, which will help consumers
filter some of the products, thus reducing the cost of users'
time and energy, especially for "Generation Z", who often
have insufficient time for shopping, and too much time is not
enough for shopping, so it's not easy to choose products that
have more comments and likes. Especially for "Generation Z",
the time spent on shopping is often insufficient, and too much
and too much information about purchasing also leads to the
high cost of information collection, which is also a major
factor hindering the consumption of users. Therefore, the
following research hypotheses are proposed:
H2: Herd mentality significantly and positively influences
users' perceived value.
5.1.3. Word of Mouth and Perceived Costs
Xiaohongshu influences consumers' willingness to buy
brands through the creation of word of mouth. For consumers,
the word-of-mouth of a product is even more important than
the price and quality of the product before actually purchasing
the product, and the packaging of word-of-mouth by
merchants through UGC on social platforms actually reduces
the troublesome cost of user information retrieval. Therefore,
the following research hypothesis is proposed:
H3: Word of mouth significantly and positively influences
users' perceived value.
5.1.4. Perceived Cost and Willingness to Consume
Perceived cost is the sum of all costs perceived by the user
in the consumption process, perceived cost and perceived
value when the two major factors affecting the willingness to
consume, when the consumer's perceived value is low, the
consumer's willingness to consume will be significantly
reduced, for example, when the consumer's cost of
information collection, after-sales energy costs are too high,
consumers will easily give up on the purchase of a product.
On the contrary, when consumers' perceived cost is lowered,
consumers' willingness to consume will increase significantly.
Therefore, the following research hypotheses are proposed:
H4: Perceived value significantly and positively influences
users' willingness to consume.
5.1.5. Model Construction

Figure 1. Model of UGC's impact on willingness to consume

5.2. Data Collection and Analysis objectivity of the results are guaranteed. The questionnaire is
designed to understand the basic situation of the research
This paper applies the questionnaire survey method to
participants by four variables: gender, age, average monthly
collect data, the survey target is the "Generation Z" age group
disposable income and education. In addition, the scale
of Xiaohongshu users, the use of questionnaire star platform
questionnaire of this research adopts Likert (Likert) 5-point
to distribute network questionnaires, through WeChat, QQ,
scale. A total of 160 questionnaires were collected, of which
microblogging and other platforms as the main diffusion
148 were valid, and the validity rate of the questionnaires was
channels, effectively avoiding geographical and time
92.5%.
constraints, for the recovery of the questionnaire to carry out
a rigorous screening, to ensure the effectiveness and 5.2.1. Descriptive Statistical Analysis
objectivity of the results of the research. The validity and

Table 1. Analysis of descriptive statistics of the population

Statistical characteristics of the sample options (as in computer software settings) Frequency Percentage (%)
women 77 52.03
distinguishing between the sexes
male 71 47.97
Under 18 43 29.05
(a person's) age 19-24 60 40.54
24-30 45 30.41
High school and below 32 21.62
specialized training school 28 18.92
educational attainment
undergraduate (adjective) 58 39.19
Master's degree or above 30 20.27
1000-2000 27 18.24
2000-5000 17 11.49
Average monthly disposable income 5000-10000 52 35.14
10000-20000 39 26.35
20,000 or more 13 8.78
be 148 100.00
Whether or not you use Little Red Book
clogged 0 0.00

Analyzing the relevant statistical characteristics of the degree of purchasing power. The sample of this survey has a
population, it can be seen that the age of the survey certain degree of representativeness.
respondents is in line with the age range of "Generation Z", 5.2.2. Reliability Test
and the distribution of different age groups is even, with a
relatively high level of education, and the group has a certain

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 Table 2. Table of results of the reliability test
Cronbach's reliability analysis
name (of a thing) Correction term total correlation (CITC) Deleted alpha coefficients for item Cronbach's alpha coefficient
fan effect 0.363 0.747
fan effect 0.347 0.750
herd mentality 0.596 0.710
herd mentality 0.528 0.721
herd mentality 0.454 0.734 0.759
commonly held opinions 0.441 0.737
commonly held opinions 0.344 0.754
perceived value 0.406 0.743
perceived value 0.500 0.730
Standardized Cronbach alpha coefficient: 0.764

The reliability analysis was conducted by SPSS, and the
above table shows that the reliability coefficient value is
0.759, which is greater than 0.7, thus indicating that the
quality of the research data reliability is very good. For the
"alpha coefficient for items that have been deleted", the
reliability coefficient does not increase significantly after any
question item has been deleted, thus indicating that the
question item should not be deleted from the process, which
comprehensively indicates that the data reliability is of high
quality and can be used for further analysis.
5.2.3. Validity Tests
Validity was verified using KMO and Bartlett's test, as can
be seen from the above table: the KMO value is 0.647, which
is between 0.6 ~ 0.7, and the research data is more suitable
for extracting information.

Table 3. Table of validity test results

Results of validity analysis
Factor loading coefficients Commonality (common factor
variant serial number
Factor 1 Factor 2 Factor 3 Factor 4 variance)
FS1 -0.027 0.228 0.059 0.913 0.889
fan effect
FS2 0.000 0.152 0.067 0.929 0.890
CZ1 0.834 0.020 0.370 0.061 0.837
herd mentality CZ2 0.870 0.013 0.244 0.020 0.816
CZ3 0.884 0.098 0.081 -0.092 0.806
commonly held KB1 0.094 0.941 -0.008 0.217 0.941
opinions KB2 0.022 0.955 -0.059 0.168 0.944
PC1 0.234 -0.009 0.924 -0.031 0.909
perceived value
PC2 0.316 -0.073 0.878 0.191 0.912
Eigenroot values (before rotation) 3.294 2.492 1.357 0.801 -
Variance explained % (before
36.597% 27.689% 15.079% 8.905% -
rotation)
Cumulative variance explained %
36.597% 64.286% 79.365% 88.270% -
(before rotation)
Eigenroot values (after rotation) 2.399 1.887 1.838 1.820 -
Variance explained % (after
26.651% 20.969% 20.427% 20.223% -
rotation)
Cumulative variance explained %
26.651% 47.620% 68.047% 88.270% -
(after rotation)
KMO value 0.647 -
Bart Spherical Values 869.253 -
df 36 -
p Value 0.000 -

5.2.4. Regression Analysis

Table 4. Results of regression analysis Table I
Non-standardized coefficient Standardized coefficient
implicit variable independent variable t VIF
B Standard Error Beta
fan effect 0.850 0.129 0.356 6.591 1.230
herd mentality 0.634 0.095 0.332 6.689 1.041
commonly held opinions 0.900 0.099 0.494 9.081 1.251
perceived value R2 0.659
Adjustment R2 0.652
F F (3,144) =92.725, p=0.000
D-W value 1.893

As can be seen from the above table, fan effect, crowd regression analysis. From the above table, the model formula
psychology, word of mouth is taken as independent variables, is: perceived value = 2.587 + 0.850*fan effect + 0.634*
while perceived value is taken as dependent variable for linear following psychology + 0.900*word of mouth, and the R-

16
square value of the model is 0.659, which means that the fan
effect, crowd psychology, word of mouth can explain 65.9%
of the change in perceived value. The F-test of the model
found that the model passed the F-test (F=92.725,
p=0.000<0.05), which means that at least one of the fan effect,
herd mentality, and word of mouth will have an impact on the
perceived value, and in addition, the test for the model's
multiple covariance found that all of the VIF values in the
model are less than 5, which means that there is no covariance
problem; and D-value is around the number 2, thus, D-W
value is around the number 2. W values are around the number
2, thus indicating that there is no autocorrelation in the model,
there is no correlation between the sample data, and the model
is better. The final specific analysis can be seen:
1. the value of regression coefficient of fan effect is 0.850
Table 5. Regression analysis results Table II
Results of linear regression analysis (n=148)
Non-standardized coefficient
implicit variable independent variable
B Standard Error
a constant (math.) 0.122
willingness to buy
perceived value 1.048
R2
Adjustment R2
F F (1,146) =6.531, p=0.012
D-W value
From the above table, it can be seen that the perceived
value as the independent variable, while the willingness to
buy as the dependent variable for linear regression analysis,
as can be seen from the above table, the model formula:
willingness to buy = 0.122 + 1.048 * perceived value, the
model R-squared value of 0.043, meaning that the perceived
value can explain the reason for the change of willingness to
buy 4.3%. The F-test of the model found that the model
passed the F-test (F=6.531, p=0.012<0.05), which means that
the perceived cost must have an impact on the willingness to
buy relationship, and the final specific analysis can be seen:
The value of regression coefficient of perceived value is
1.048 (t=2.556, p=0.012<0.05), which means that the
perceived value will have a significant positive influence
relationship on the willingness to buy, and hypothesis H4 is
established.
5.3. Findings
By applying SPSS to analyze the results of this
questionnaire survey, it can be seen that the fan effect, herd
mentality and word-of-mouth of the platform UGC mode can
bring more perceived value to users, and the enhancement of
the perceived value and in order to positively affect the user's
willingness to buy, clarifying the relationship between some
of the influences of the UGC mode on the consumer's
willingness to buy, thus confirming that the model is basically
valid.
6. Revelations
6.1. Strictly Control the Quality of UGC,
Discover Quality KOLs and Increase KOL
Stickiness.
Xiaohongshu community UGC model of long-term
development, user-created content has become numerous and
complex, the quality also varies, which cannot help but appear
some creators for the flow of claptrap, these creators released
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(t=6.591, p=0.000<0.01), which means that the fan effect will
have a significant positive influence on the perceived value of
the relationship, hypothesis H1 is valid.
2. the value of regression coefficient of follower's
psychology is 0.634 (t=6.689, p=0.000<0.01), which means
that follower's psychology will have a significant positive
influence on the relationship of perceived value, and
hypothesis H2 is valid.
3. The regression coefficient value of word of mouth is
0.900 (t=9.081, p=0.000<0.01), which means that word of
mouth will have a significant positive influence on perceived
value, and hypothesis H3 is valid.
Summarizing the analysis, it can be seen that: fan effect,
herd mentality, word of mouth all will have a significant
positive influence on the perceived value relationship.
Standardized coefficient
t p VIF
Beta
1.816 - 0.067 0.946 -
0.410 0.207 2.556 0.012* 1.000
0.043
0.036
2.012
low-quality content not only increases the cost of time and
energy costs of the user, but also take up the resources,
reducing the flow of other high-quality creators, which in
itself is also a waste of resources, will reduce the user's
experience of using the platform. To solve this problem,
Xiaohongshu should strictly control UGC content, and utilize
multiple labels and aspects to examine the quality of notes
when pushing high-traffic creative content. Set up appropriate
reward and punishment mechanisms, for the creation of high-
quality content but less traffic creators to give traffic in a
timely manner, and actively guide the creators to create high-
quality content, but also to avoid the loss of high-quality KOL,
so as to provide a good guarantee for the further development
of UGC.
6.2. Collaborate with Celebrity Creators to
Amplify the Fan Effect.
In "Generation Z", celebrity culture has flourished like
never before, and currently there is less cooperation with
celebrity creators on the Xiaohongshu platform, and there is
a lack of management mechanisms for celebrity creators. The
platform can appropriately increase and develop potential
stars and give more traffic to such creators. It can also
strengthen the linkage between celebrity bloggers and
network bloggers to amplify the fan effect and increase the
perceived value of consumers.
6.3. Correctly Utilize the Word-of-mouth
Effect and Strictly Control the Quality of
Advertisements
The number of UGC creators is increasing, and many
merchants have mastered the "traffic code" and advertised
extensively among UGC creators, and the phenomenon of
some creators playing false advertisements in order to make a
small profit is also becoming more and more serious, which
seriously wastes the users' energy, confuses the public and
makes it difficult to distinguish between the true and the false
and reduces the perceived value of the users. Word of mouth
should be the basis for consumers to judge when shopping,
rather than a tool for businesses to make profits. As a platform,
it is also necessary to improve the supervision of cooperation
between creators and merchants, to ensure that the assessment
and evaluation of the creators are true and effective, and to
make the creators responsible for their own behavior and
speech, in order to truly control the quality of advertising, and
to clean up a cleaner community environment for the users.
6.4. Research Contributions and Shortcomings
As this is my first time to write a paper and my first attempt
to use SPSS to analyze data, the research methodology used
in this paper is relatively homogeneous, and there is still a lot
of room for improvement in the quality of the data used in the
study. There are also many places where the models and ideas
used in this paper can be polished for further improvement.
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